Chapter- 1 (introduction) TRANSCOM

TRANSCOM
TRANSCOM

1.1: Company overview:

Overview:

On the basis of an exclusive Franchise for Bangladesh from Pepsico USA, TBL acquired three
modern bottling plants at Dhaka, Chittagong and Bogra from BBIL, Dhaka; EBIL, Chittagong
and NBIL, Bogra; in March 2000. TBL manufactures the famous Pepsi range of beverages-
Pepsi, 7up, Mirinda Orange, Mirinda Lemon, Slice and Soda. As a corporate citizen Pepsico
believes it has a responsibility to contribute to the quality of life in our communities. TBL has
put into action this philosophy through support of social agencies, projects and programs and the
scope of this support is extensive and it has not been difficult to blend with this philosophy since
the TRANSCOM group also followed such a corporate ideology.

1.2 Objective of the study:

Broad objective:

“Marketing Mix(4 p’s) Analysis and Competitors Evaluation”

Specific objectives:

 To find the business portfolio of Transcom Food & Beverage ltd.

 To know the marketing strategy of Transcom Food & Beverage ltd.

 To find the pricing Transcom Food & Beverage products.

 To find the Transcom Food & Beverage ltd.communication system.

  To find the product of Transcom Food & Beverage in last year.

 To find the last year product performance of Transcom Food & Beverage ltd.

1.3 Limitations of the study:

In every research many work there is some limitations that the researcher faces while preparing
different activities. In the process of the research work, we also faced certain limitations that
hampered the actual findings and analysis of our research work. Some of these notable

limitations can be identified are:

 The topic is mainly focused on product marketing strategy of Transcom Food &
Beverage Ltd. Transcom is a group of company. But here we emphasizing on Transcom
Food & Beverage Ltd. So it seems to us as a limitation of the study.

 They are very busy with their regular task. So, it becomes quite difficult for them to give
time to the outsiders. And also there are some rules and regulations so that we cannot
enter to the head office. So, that we have to talk with their company officers,
staffs,employes . That was a big limitation for us.

 We got only 2-3 weeks to prepare this report. This could be a limitation of this study.

 We had faced electricity problem which consumed our lot of time. It was a big limitation
for us.
 Chapter -2: Research Methodology

2.1: Sampling Plan:

 Sampling Procedure: The sampling procedure has been conducted on the

deliberate sampling method has used where the respondents and the interviewees.

 Sampling Unit: In order to carry out the research work, the study was focused on

taking the interviews of the personnel involved in the Transcom Food & beverage ltd.

 Number of respondents: 20
 Age range: 20-40
 Occupation: Student, housewife, service holder
 Economic status: Higher, middle class, lower class.
 Geographic location: Dhaka and outside dhaka.

2.2 Data Collection Techniques:

Questionnaire:
Unstructured and open-ended questionnaires (please see appendix) were asked to the different
people of different areas of Bangladesh to find whether they are satisfied with Products of
Transcom Food & Beverage ltd or not.

Observations:
When we visited the Gulshan office of Transcom Beverage that time we used our own
observations to collect certain pieces of information about their product marketing strategy, new
product performance as well as coming product of Transcom food & Beverage ltd.

Secondary Information:
Secondary information has collected by reviewing websites and some articles printed time to
time and other relevant documents.

2.3: Sources of Data Collection:

Primary:
The primary information is gathered through informal interviews of the employees working over
there under Transcom Food & Beverage.

Secondary:
Secondary sources had also used to collect information. Secondary sources include:

 Different articles, index of Transcom Food & Beverage ltd.

 Visiting Website of Transcom Company.
 Physical visiting to Transcom Beverage factory.
 Other sources.
 Chapter -3 Finding and analysis (part-1)

3.1Business Portfolio of Transcom Beverage:

Beverage Items:

 Pepsi
 Diet Pepsi
 Pepsi Blue
 Pepsi Light
 7Up
 7Up ice
 Mountain Dew
 Slice
 Mirinda
 Mirinda Orange
Food Items:

 Pizza Hut

 KFC
3.2: The marketing strategies:

Transcom Beverage is one of the leadind soft drinks proveder. Their solutions strategy leverages
one of our greatest assets - a portfolio of outstanding quality. differentiate these solutions
offerings based on our in-depth consumer understanding, with a strong focus on social location.

3.2.(1): Packaging and Branding:

packaging : packaging involves designing and producing the container or wrapper for a
product . Packaging plays a part in delivering beverages to customers safely.

In all of the production facilities, they minimize packaging waste from the supplies they receive,
and they strive to reuse, recycle, or recover as much as possible of their waste.however, Blow-
molding is a manufacturing process used in the plastics and polymers industries to create hollow
but strong containers for their clients. Polyethylene Terephthalate (P.E.T.) bottles are
manufactured using the blow-molding process. Currently, we are constructing a blow-molding
production line at the Raleigh production facility. By implementing the blow-molding process,
we will eliminate the ordering, shipping, storing, handling, cleaning, and sterilizing of pre-made
P.E.T. bottles.

Branding: 7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to

the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its
licensees) in the rest of the world, including Puerto Rico, where the concentrate is manufactured
at the Pepsi facility in Cidra. The 7 Up logo includes a red spot between the '7' and 'Up'; this red
spot has been animated and used as a mascot for the brand as Cool Spot.
 KFC is under the Yum! Brand name. Yum! also owns Taco Bell, Pizza Hut, Long
John Silvers and A&W, with more than 35,000 restaurants around the world.

Product positioning :A product can be positioned in the minds of the customer by

1.Maintaining proper attributes

2. Offering desired benefits

3. Using strong beliefs and values.

4. Continues communication

Pepsi has always been brand that embodies the most prevalent youth sentiment. Over the years
as ‘youth’ has evolved, so have Pepsi’s positioning and language. It has, however, consistently
stood for what the youth stands for – right from ‘Yeh Dil Maange More’ to ‘Yeh Hai
Youngistaan Meri Jaan’.

Brand positioning of 7.up: "The brand’s proposition of “Ekdum Asli Indian” (Absolutely Real
Indian) was brought alive on outdoors in some very interesting ways. "
 KFC : A regional credit union that had an image that was outdated and did not reflect their
positioning .Their unique selling position was one to one relatiomship with their customer who
were mostly working class individual. They also handeled all of their marketing and advertising .
3.2.(2): Pricing of Transcom food and beverage Products:

Transcom food item price( pizza hut kfc

Product name Mrp

KFC( special Burger) 180.00 + vat
KFC(regular) 120.00 + vat
KFC(Bucket) 850 + vat
KFC(French fry) 95 + vat
KFC( Soft Drinks) 20.00 + vat
Pizza Hut(6 inc pizza) 280.00 + vat
Pizza Hut(12 inc pizza) 520.00 + vat
Pizza Hut(18 inc pizza) 950.00 + vat
Pizza Hut(burger) 150.00 + vat
Pizza Hut(shorma) 95.00 + vat
Transcom beverage item price(soft drinks

Product Name MRP

Pepsi (250 ml) 12.00tk
Pepsi (500 ml) 28.00tk
Pepsi (1 liter) 50.00tk
7Up(250 ml) 12.00tk
7Up(500 ml) 28.00tk
7Up(1 liter) 50.00tk
MountainDew(250ml) 12.00tk
MountainDew(500ml) 28.00tk
Mountain Dew(1liter) 50.00tk
Slice (250ml) 15.00tk
Mirinda(250 ml) 12.00tk
Mirinda(500 ml) 28.00tk
Mirinda( 1 liter) 50.00tk
3.2.(3): Transcom food and beverage communication process

 Television:

The TV commercial generally considered the most important media. For this reason,
when Transcom Beverage launch a new product they first make a meaningful advertise,
because TV advertisment catch the eyes of customer very rapidly. People are encouraged by
the new tv advertisment.

 Internet:

Nokia also use the internet and World Wide Web for their worldwide communication
process. Their ads include contextual ads that appear on search engine results pages.

 Event Sponsor:

Every year Transcom Beverage sponsor various types of program. By doing this they get
publicity indirectly. For Example sometimes pepsi arrange football and Criket match.
They also arrange Cultural function, concert etc.

 Press Advertising:

Press advertising describes advertising in a print medium such as newspaper, magazine

and journal.Transcom food and beverage print their ads by press medium.

 Billboard:

This is one of the popular medium in communication process. Its cost is less than tv
commercials. If anyone miss the TV ads or press advertising hopefully they will not miss
the billboard ads. We can easily see a Transcom food and beverage(Pepsi,Pizzahut,KFC)
billboard at prominent area in Bangladesh.Transcom food and beverage use 3 types of
billboard such as, Fixed, Moving and Neon Sign.
 Chapter 3: Findings From the Survey(part-2)

1Finding: We asked people what type of soft drinks(BRAND) they like most.

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

Potentiality of Beverage item

 1st Qtr : PEPSI, 7up, etc

 2nd Qtr : COCA COLA, Sprite
 3RD Qtr: MOJO
 4TH Qtr : RC COLA

Result: From our survey we found that 45% pepsi, 32th% coca cola, 16% mojo,
7% Rc cola like.
2.Finding: We asked people about quality of Pizza hut and KFC

Potentiality

1st Qtr
2nd Qtr

 1ST Qtr : YES

 2ND Qtr: NO

Results: 70% people said that the quality of pizza hut and KFC is good (yes), 30% said (no).
3.Finding: We also tried to know about dealer shops of Transcom Beverage product availability
in their area.

Result: The result shows that about 47% people have dealer shop in their locality but rest of the

53% people do not have any dealer shop.

4. Finding: We tried to find out which distribution system will be easier for general people.

Result: 45% people like super store, they think that it will be easier for them. But another 65%

do not agrees that, they think that nearby shops are easier than super stores.
5.Finding: Again we want to know which media influences people to make decision of
buying soft drinks.

Promotion

1st Qtr
2nd Qtr
3rd Qtr
4th Qtr

 1st Qtr: TELEVISION

 2ND Qtr: PRINT MEDIA
 3RD Qtr: BILBOARD
 4TH Qtr: EVENT & CONCERT

Result: 62% people think that television influences them but 25% says that television doesn’t

give them total idea of the set so they prefer print media. Because it says about all of the

features.9% likes innovative billboards and 4% influenced by event, concert, which held in

different places.
6.Finding: We asked people are they satisfied with the latest service of Transcom beverage soft
drinks ( pepsi 7up, slice, mountain dew, mirinda)

Satisfaction

1st Qtr
2nd Qtr
3rd Qtr

1st Qtr: YES

2ND Qtr: NO

3RD Qtr : MODERATE

Result: Observation says that 73% are satisfied, another 17% yes it’s fine but 10% are not
satisfied.hey say it needs more modification.
7. Finding: Next we have conducted our second survey to find out how frequently they buy
other brands of soft drinks and food items.

Sales

1st Qtr
2nd Qtr
3rd Qtr

 1st Qrt: WHEN NEED

 2ND Qrr: DAILY
 3RE Qtr WEEKLY

Result: We found that 25% buys daily, 5% buys weekly and 70% buys when they need it.
 Chapter-4 Suggestion

Our suggestions about Transcom Food and Beverage system is,

 Competitiveness: there are obvious affect of market forces on compensation. Other

companies are also getting the same response from now on because people’s tastes are
changing.

 New ideas: contributing new ideas both from the external and internal sources. External
like customers, competitors, distributers, suppliers. For this kind of ideas they can use
more research about the customers need and wants.

 Sales market: Transcom food and beverage is popular among all the age of people. They
love the food and the service. But still they do not buy the items regularly.

 Develop new product: other companies are launching new products and people are also
buying those. If transcom want to increase their sales market den they have to give
attention to development of the product.

 Promotion: pizza hut and kfc promote a lot in foreign countries. To gain the attention of
the all kinds of customer’s attention they need to promote a lot.
 chapter-5 Conclusion

Transcom food and beverage is well known franchise group in Bangladesh. Day by day it is
increasing its market segmentations. Transcom Foods Ltd Executive Director Akku Chowdhury
received the CEO's Award for KFC and Running Great Restaurants Pizza Hut award from Yum!
Indian Subcontinent in Delhi at the franchisee awards show recently.

This however was not the first award that Transcom Foods Ltd has been honoured with. The
restaurants in Dhaka have been awarded twice before for being the best in the region.

This recent accomplishment certainly asserts the standard of these international franchisees in
Bangladesh and their continued commitment to the customers. These early industrial ventures
have moved over to businesses involved in high-tech manufacturing, international trading and
distribution, forming strong ties with a host of blue chip multinational companies. In recent years
Transcom has emerged as an increasingly significant media house in Bangladesh. If transcom
follow our suggestions which we think is appropriate for them so they can improve more from
their current position.
 Appendix

Survey on KFC

1. Male or female

2. Age

Under 10 11-20
21-30
31-40
40+

3. Which restaurant do you prefer to eat from?

KFC
Pizza Hut
bfc
Nando's

4. Have you been to KFC ?

Yes

No

5. How long do you have to travel until you get to kfc?

Under 5 minutes
5 -10 minutes
10 - 20 minutes
20 - 30 minutes
Over 30 minutes

6. Does it take so much time to order the food during rush hours ?

Yes

No
7. How long do you have to wait for your food?
Under 5 minutes
5 -10 minutes
10 - 20 minutes
20 - 30 minutes
Over 30 minutes

8. Does it affect whether you get to KFC next time?

Yes

No

9. If yes, will you switch brand?

Yes

No

10. How often do you go to kfc to eat?

0-1
2-3
4-5
more than 5 times

11. Who do you normally go with?

Family
Friends
Boyfriend/Girlfriend
On your own

Survey on Pizza Hut

1. 1. Male or female

2. Age
under 10
11-20
21-30
31-40
40+

3. Which restaurant do you prefer to eat from?

KFC
Pizza Hut
bfc
Nando's

4. Have you been to pizza hut?

Yes

No

5. How long do you have to travel until you get to pizza hut?

Under 5 minutes
5 -10 minutes
10 - 20 minutes
20 - 30 minutes
Over 30 minutes

6. Do you really like pizzas?

Yes

No

7. what do u like about pizza huts pizzas?

Really delicious

Different from other pizza restaurants

Really like the flavor they use

Its presentation about pizzas is mouth watering

8. How long do you have to wait for your food?

Under 5 minutes
5 -10 minutes
10 - 20 minutes
20 - 30 minutes
Over 30 minutes

9. Does it affect whether you get to KFC next time ?

Yes

No
10.If yes, will you switch brand ?

Yes/No

11. Who do you normally go with?

Family
Friends
Boyfriend/Girlfriend
On your own

Survey on Pepsi
2. Age
Under 10
11-20
21-30
31-40
40+

3. Do you drink any soft drink?

Yes

No

4. Which soft drink do you prefer?   

Pepsi
Coca Cola
Thumps Up
Mirinda
Fanta
Dew
Sprite
Others

5. Whats your frequency of intake?   

Very Frequently
Frequently
Once in a while
Rare

6. What quantity of Pepsi do you usually buy?   

250ml
500ml
1lt
2lt

7. From where do you usually purchase pepsi?   

Restaurant
Mall
Retail Shop
Railway/Bus Stand
Others

8. What is your view of the Pepsi brand?   

Very Good
Good
Very Bad
Bad

9. Which kind of packaging do you prefer?  

Can
 Plastic Bottle
Glass Bottle

10. What do you associate the brand Pepsi with?   

Friendly

Trendy
Sports
Innovative